One of the biggest announcements of the year has come from Google, they have released the highly anticipated Penguin update!

To many people’s surprise, this is the first time it has been updated since October 2014. The good news is, unlike the penguin’s predecessor, this penguin works in real time rather than requiring the archaic manual refresh. This move brings the penguin algorithm in line with how Google naturally want to work “real time”. In many cases sites that should be at the top of Google’s list are not because they have been sitting in penalty. For the majority of these sites, penalties where appropriate should have been lifted and they should make a recovery. How swift will that will be is the question!

With its now real time approach, Penguin (as a title), in a sense becomes obsolete. It is now part of Google’s core algorithm. As well as becoming real time, the penguin has become more “granular”. This means that more than before, it will target single pages and phrases rather than whole websites.

Across the board, we’re seeing more positive movements than negative but we need to consider those who will have dropped down the rankings. Many are talking about the impact of the sites which have come out of penalty but few are considering the sites that will be pushed down? It doesn’t take a marketing guru to work out that if one goes up others must come down. These key movements over the coming weeks will have digital marketers and store owners alike biting their nails to see how it all unfolds.

Whilst there are no set time frames for these changes to bed in, an educated guess is that a few weeks from now we will have seen the majority of movements and the dust settle on legacy penalties, though we saw tremors two months after the previous update, so we can’t say for certain.

If you have seen your ranking take a hit or a penalty has not been lifted, you believe was applied, get in touch with one of our experts.


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